Volkswagen Tiguan

Confessions of a Celebrity School Run

Volkswagen tasked DRUM with creating content for the release of the brand's Tiguan Allspace with seven seats and to use the trusted channel of radio to land the message to the target audience. Our content had to reflect the brand values of Volkswagen as an honest, authentic, human brand, with a wry sense of humour whilst also promoting that the release of the Tiguan Allspace as having all the style of an SUV with the space of an MPV, helping it to stand out from the crowd and giving customers the confidence to take on everything that having a large family throws at them.

We negotiated a partnership with Heart radio and created a series of light-hearted, humorous but authentic interviews within the Allspace where our host, Tess Daly, asks celebrity parents about moments where they’ve taken on too much and the funny mishaps that came about as a result. Our celebrity parents included Alesha Dixon, Anton du Beke, Jodie Kidd, Kimberley Walsh, Louise Redknapp and Shappi Khorsandi.

EXCEEDED GLOBAL’S BENCHMARKS AND OVER-DELIVERED ON RADIO IMPACTS BY ALMOST 20M

RESULTS

The campaign was overwhelmingly successful, reaching these impactful results: Exceeded all of Global’s benchmarks and over-delivered on radio impacts by 19,924,000. Delivered a total of 1.5m video views across social and display. Entries for the competition were almost double the benchmark at 60,432 and was Heart’s best performing competition of the year. Secured lots of additional coverage in national press titles with Louise Redknapp, Kimberly Walsh and Alesha Dixon.